It has come to my attention recently that there is a campaign being conducted by a pizza chain to photograph their product in an unadorned manner as a way of endearing themselves to potential customers. http://www.prnewswire.com/news-releases/dominos-pizza-continuing-transparency-this-time-through-photography-97790229.html
They have even asked for amateur photographers to submit images for possible publication. The idea was to think outside the box, and tap into the notion that we produce idealized images that aren’t real. And the wary public is on to us.
Well, in defense of the art of food photography I would like to point out a few facts. We are, as all creatures have been since the beginning of time, conditioned toward Natural Selection. When we look for a mate we pick the best looking potential partner possible. When we pick fruit from a tree we look for the most succulent ideal we can find. This is how we develop in an evolutionary reality. Visual advertising is simply an extension of that fact. To deny that for Food Advertising is as absurd as to condemn the beauty industry for producing and selling make-up. To take it to the extreme, how would we as consumers feel about ads for swimwear modeled by unattractive “regular” people. We eat first with our eyes.
I agree that there is sometimes too much disparity between what we see in ads and what we get as consumers. The fault however, in my opinion, is that the product we purchase should be more beautiful….more like what we see in the ads. That is the nature of some businesses trying to increase the margin of profit. We as consumers should demand that. Have you ever unwrapped a burger from the bottom of a to-go bag? It looks like it came from under the sofa cushion. In my experience, there are many companies that are conscientious about over promising, and provide a very high end product. I shoot for Round Table and I can assure you, what you see is what you get.
Another fact that I would like to point out is the distinction between professional food styling and professional lighting. A talented photographer can light an object or a portrait with such elegance as to render beauty where we would never expect it. There is no dishonesty here, only creativity. Food stylists are many times asked to create stunning illusions. That is the nature of their craft. It is up to the A.D. (art director) and the company philosophy to make the decision where to draw the line.
In conclusion, I believe that a campaign discrediting Food Photography and the rest of the industry is nothing more that a clever ploy to anneal a relationship with potential customers at the expense of a very disciplined group of professionals while minimizing advertising costs.